Real Estate Snail Mail Update

NOTE: Real Estate Snail Mail is a business unit of Vyral Marketing led by Mark Waring. We've had many clients ask us to write sales copy for them, and since many of our clients are in real estate, we've written a sequence of letters to be "snail mailed" to expired listings. Since we're great at writing, marketing, and systems we decided to test out a sequential 'snail mailing service' because we could not find one that existed who would mail the letters in a sequence on specific days, hand addressed, as we wanted. So, as a side project at Vyral Marketing, Real Estate Snail Mail was born. Each week we write our snail mail clients an update on the progress of their test and we post the weekly update for you here to review. If you're interested in being in the test group, let us know.

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Snail Mail Clients,

An update for you this week…

We’ve had 9 positive phone calls we’ve been able to track to date from all the campaigns after sending over 6,500 hand-addressed letters in 13 markets.

That is crazy – I would have certainly expected more phone calls by now.

Most of you started the 5 week, 2 letter a week, expired mailing campaign in early June so many of your expireds have completed the entire process.

We’re now sending 1 letter a week for 10 weeks without the label on the back to test the second variable.

We do plan on completing the entire 3 month test. If we started your mailings in June, your 3 month test period will come to an end in early September.

We’ll have to decide at that time if sending sequential mail to expired listings is worth $500 a month labor, the 10% royalty, and the postage/letterhead costs.

As of right now, I would say no. With this response rate, your money would be better invested into YouTube and Facebook ads to stay in touch with your database or a target farm in your neighborhood.

Of course, this begs the question – why is our response so low?

A few of the campaigns I’ve reviewed which have claimed to get great results are “bait and switch” campaigns like “Call me I have a buyer for you” letters.

We made the decision to not cross that line in your mailings. We are also operating under the assumption you should be proud to be a real estate agent who can help the seller….not hiding behind an unbranded message.

I have to tell you this. If we can’t get this right with the insane amount of time, money, and intellectual energy we put into this, I’m very skeptical with the claim mailing expired listings is working at all.

If anything, their mailings are certainly complemented with a skilled agent making phone calls or sending one-off BombBomb emails – but that’s not why you hired us.

Or, they could be sending out under the radar sneaky letters.

Or, their letters are just better than I've been able to write for you. I assure you I’m doing my very best. I’m in about $10,000 in labor costs on this test, at least.

So, what that being said, here are the numbers for last week.

We’re still mailing your letters full steam ahead as planned. If anything comes from this, we will now know this type of marketing is EXPENSIVE AND TRICKY to get just right, so your focus can be invested elsewhere.

But we could be wrong. Maybe it’s going to “hit” here in the next few weeks. We have another 6 weeks to find out. Hang in there.

Philadelphia Tri-County - 8 new, 65 letters sent

Colorado Springs - 8 new, 102 letters sent

Southwest Florida - 14 new, 60 letters sent

Beverly Hills - 98 new, 195 letters sent

St. George - 10 new, 118 letters sent

Inland Empire - 30 new, 52 letters sent

Birmingham - 7 new, 92 letters sent

Palm Beach County - 28 new, 195 letters sent

Coeur d’Alene - 7 new, 54 letters sent

Denver - 16 new, 129 letters sent

Chicago - 30 new, 121 letters sent

San Fernando Valley - 15 new, 242 letters sent

Hawaii - 5 new, 37 letters sent

Totals:

Philadelphia Tri-County - 66 total expireds, 228 letters sent to date

Colorado Springs - 83 total expireds, 354 letters sent to date

Southwest Florida - 78 total expireds, 314 letters sent to date

Beverly Hills - 282 total expireds, 401 letters sent to date

St. George - 107 total expireds, 521 letters sent to date

Inland Empire - 252 total expireds, 462 letters sent to date

Birmingham - 80 toal expireds, 281 letters sent to date

Palm Beach County - 280 total expireds, 848 letters sent to date

Coeur d’Alene - 73 total expireds, 230 letters sent to date

Denver - 112 total expireds, 561 letters sent to date

Chicago - 283 total expireds, 1171 letters sent to date

San Fernando Valley - 208 total expireds, 976 letters sent to date

Hawaii - 32 total expireds, 159 letters sent to date